I was recently contacted by a hobby dog breeder who was thinking of adding social media to her marketing efforts. Halfway through the meeting it occurred to me that social media might do her business more harm than good. We met around the time of the Westminster Kennel Club Dog Show, who had their share of PETA supporters in the audience, and that probably helped shape her ultimate decision. If your business has what I would call “organized detractors,” you should devote serious time to considering the consequences.
Many consumers know that airlines and hotels have pricing structures based on supply and demand and most understand how and why that works. But doesn’t it bother you just a little that the person sitting next to you on the airplane may have paid a fraction of what you did? If your business has a product that is offered at one price and at another price under different circumstances, your business not be social media-worthy.
Another business owner is thinking of retiring and closing her business within 18-24 months. The business is a franchise and cannot be sold to another individual. Realistically, by the time the synergy of social media starts to reach saturation, the owner would be dreaming of sandy beaches and sunshine.
Maybe social media isn’t for your business. To quote your mother, “Just because everyone else is doing it, doesn’t mean you should.”
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